Use the Following to Answer the Questions

question 36

Multiple Choice

Use the following to answer the questions.
Because of the development of optical scanners and cable television,marketing researchers can now test the effectiveness of advertising more precisely.Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.
The research subjects shop only at stores equipped with UPC scanners,and their purchases are identified by a special card.Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors.Buying patterns are then compared.For example,Kashi cereals tested a Crunchy Wheat promotion using this system.Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion.Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide.
-Refer to Scenario 4.1.Kashi's testing of the Crunchy Wheat promotion is an example of

• A) the collection of secondary data.
• B) information feedback.
• C) an exploratory study.
• D) a descriptive study.
• E) defining and locating problems.

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Definitions:

Retina

The light-sensitive layer of tissue at the back of the inner eye that converts light images into nerve signals sent to the brain.

Optic Disks

The point in the eye where the optic nerve connects to the retina, lacking photoreceptors, and creating a blind spot.

Ganglion Cells

Neurons located in the retina that receive visual information from photoreceptors and transmit it to the brain.

Opponent-Process Theory

A theory of color perception that assumes that the visual system treats pairs of colors as opposing or antagonistic.